CDTB Colloquium, “A Prospect of Customer Experience Journey in the Digital Age”

Korea University Business School (Dean=Johngseok, Bae) Center for Digital Transformation & Business (CDTB; Head=Dr. Byung Cho Kim) hosted the CDTB Colloquium on Thursday, April 28, 2022.

In this event, Director Hyunjung Lee of HSAd participated as a keynote speaker and gave a lecture on the topic, “A Prospect of Customer Experience Journey in the Digital Age.” The event, which began at 3:30 PM, consisted of a lecture (60 minutes) and a Q&A session (15 minutes).

Director Hyunjung Lee is in charge of the CXM (Customer Experience Management) Center, which is an organization that derives marketing solutions by analyzing customer experiences. Director Lee specializes in the “Customer Experience Journey,” and is actively working with various companies by suggesting optimal marketing methods using data analysis.

Director Lee started the lecture by saying, “Customers are willing to pay more for a better experience.” Then, she explained the difference between “customer satisfaction,” which measures the customer’s experience after purchasing a product, and “customer experience,” which requires a detailed understanding of the customer journey. Director Lee further emphasized, “Companies should change their perspective and think about ways to provide positive experiences to customers. Understanding customer experience not only requires an analysis of behavioral patterns but also requires an understanding of customer needs and psychology.”

Director Lee continued, “It is no longer possible to differentiate products only with design and functions – and that is where CXM becomes the key.” She mentioned three reasons why CXM is important: △Holistic View, △Fast Activation, and △Performance Driven. She added, “Changes in the online shopping environment have also played an important role. Companies should focus on developing mobile shopping environments, such as UI and payment services.”

Director Lee also explained “7 Keys to Understanding CXM,” which included △identification of customer emotions and behaviors, △creation of services that reflect customer emotions and behaviors, △contact points with customers, △sufficient information and high accessibility, △customer experience-based marketing, △personalization, and △brand positioning. She emphasized the importance of managing customer data in achieving CXM. Next, Director Lee explained real-life examples of how to derive marketing solutions using data. She concluded the lecture by saying, “In order to analyze customer experience well, it is important to have curiosity, manners, and analytical skills.”

In the following Q&A session, students asked many questions regarding topics such as data acquisition process, potential of domestic digital marketing, customer experience of financial services, and mobile phone business. After about 15 minutes of passionate Q&A, the Colloquium came to an end.

Meanwhile, KUBS has established CDTB in 2019 to act as a platform that connects education, research, and industry, while leading digital transformation in the field of education and research. CDTB has been hosting many special lectures since then.